Communication Research

Identifying the Video-On-Demand Trends in Iran

Document Type : Original Article

Authors

Sara Masoodi, 1
Ataollah Abtahi, 2
Vahid Khashaei 3
Abbasali Qayyomi 4

1 Media Management

2 Assistant Prof. In Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Associate Prof. In Business Administration, Allameh Tabataba’i Uni., Tehran, Iran

4 Associate Prof. In Department of Cultural Affairs, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad Uni., Tehran, Iran

https://doi.org/10.22082/cr.2023.2003716.2541
Abstract
Increasing consumers› desire to use video-on-demand (VOD) services in the country is significant. The communication infrastructure in Iran is developing which is important to increase public interest in video on demand. Producers find their video content in a new market, and regulators try to regulate. Being aware of the future of the video-on-demand industry can be effective in micro and macro cultural policies. The first step in drawing the future is to identify current trends. In this exploratory research, the Delphi method was used to identify the current trends. The participants in the Delphi panel were selected from three groups of government policymakers, video-on-demand managers and experts in this field. After one in-depth interview and two analyses with Delphi software, the participating experts reached consensus about the “high” or “very high” impact of seventeen trends in four legal-political, cultural-social, economic and technological drivers. By using the identified trends, the future of video-on-demand can be drawn considering the level of priority and effectiveness. This will help the planners, policy makers and decision makers effective in the video industry. On the other hand, the conducted research can provide video-on-demand ecosystem activists with a relative understanding of how other activists look at this field.

Keywords

Trend
Video on Demand
Drivers
Future
Premium Video Services
Subjects
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  • Receive Date 11 August 2023
  • Revise Date 07 September 2023
  • Accept Date 27 September 2023

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